4 Most Important Strategies to Build Brand Equity through Content Marketing

Brand loyalty can be obtained ONLY through reliable products and quality service, Am I right here? The market is like an ocean. It may look calm from outside, especially when a storm is building inside. It is not easy to predict when exactly such beautiful ocean creates a Tsunami impact.

How can content marketing help in building Brand Equity?

Digital era has created a paradigm shift in a way marketers develop strategies. Content marketing has taken over a higher position from traditional marketing strategies. There are four Prominent Ways we can create Brand Equity with the help of Content Marketing.

Content Marketing & Brand Equity Building
SLN BRAND STUDIO

1.       Building Brand society by effectively using Content Marketing:

Branding is not just a marketing tool to grow your business. Martin Kornberger, Australian Author has written a book on developing a Brand Society - How Brands Transform Management and Lifestyle. Martin has used ING’s brand strategy to explain his theory.

“ING was formed in 1991 as a merger of a bank and an insurance company. They position themselves just by using a single word then, ‘easier’, they just used ‘what they are’ as their brand value and built reputation all across the world. ING wanted to make the lives of their consumers ‘easier’ and that particular brand image pulled in customers from their competitors.

The best part of their brand strategy is not only for the consumers, ING wanted to build similar brand image inside the organization as well. The team focused on eliminating the barriers that can disturb the brand image and the rest all know….” (Kornberger, 2010)

Content marketing aids in creating such Brand Society where the brand management gives power to the organization which can transform the lifestyle of its consumers as well the people working for them and create a brand society. Content marketing can help in building such brand society to elevate the brand value.

2.       Supporting Brand Leadership Through Content Marketing

Among new businesses emerging as industry leaders, GE is still leading the race in developing brand leadership position. A GE manager is trusted as a thought leader, the best decision maker, competent mentor and subject matter expert worldwide (Norm Smallwood, 2007).

Content Management and Marketing can help a great deal in building such brand leadership to achieve competitive advantage and to grow business.

3.       Creating a service or product which is reliable and unique through content marketing

Content marketing focuses on company’s priority and client’s expectations. The content marketers plan and deliver products or services based on these factors. Content not only gives visibility to the product/service, but co-relates with the prospects and in turn enhances reliability. This process will lead to giving ‘unique identity’ which is nothing but a Brand Image.

4.       Creating Brand awareness through Content Marketing

Content will act as your voice to reach out to the potential prospects and leads. When we say content, it is not only the content you have in your website. Case studies make a great difference in creating Brand Awareness. Use case studies as a content marketing tool to create brand awareness.

Even if you see the market supporting you and business running smoothly, you can’t just sit back and relax. Social media is so powerful, your clients may take a different route suddenly and lean in towards your competitors, no one can judge when such incidents occur. Only by building brand equity through content architecture, you can retain the clients from reclining towards your competitors.

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References:

Kornberger, M. (2010). Brand Society: How Brands Transform Management and Lifestyle. Cambridge University Press.

Norm Smallwood, D. U. (2007). https://hbr.org/2007/07/building-a-leadership-brand. Retrieved from Harvard Business Review: https://hbr.org/2007/07/building-a-leadership-brand